Questor Insurance News

Brits open to using artificial intelligence to pick travel options

More than one in five British travellers would welcome artificial intelligence to help them pick a travel destination, according to new research.

Apadmi found that many people claim they face difficulty when trying to decide on a destination, as they do not know what to expect from their trip or whether it will suit their tastes.

Some 21% of respondents said they want travel agents to introduce AI to help simplify booking options and to provide tailored travel suggestions.

The survey shows that 56% of travellers also struggle to compare the cost of different holidays and to figure out exactly what they are getting for their money.

More than 1,000 people who have enjoyed a holiday in the last 12 months were quizzed for the survey, with 27% of travellers saying there is too much choice when deciding on a holiday destination.

For 28% of respondents, websites and travel brochures fail when it comes to narrowing down possible holiday choices, as they don’t go into enough detail about the hotel and destination.

Just under 30% find the images they see of resorts to be misleading, which ends up making their final choice more difficult.

One option to support holidaymakers which is already fairly prevalent in the industry are digital chat bots, which utilise customer data such as a person’s browsing history, to suggest potential destinations.

Nick Black, CEO of Apadmi, said: “Our report found that holidaymakers are increasingly looking for travel providers who give them a more personalised service to help narrow down their options. AI is the most effective way to do this.”

Mr Black also believes that the lengthy process of researching, comparing and choosing a holiday destination is an obstacle for travellers, which can also impact on travel agents.